I just read a great article from Entrepreneur, as shared here, called “7 Signs Your Personal Brand Needs Work.” All seven signs, and the suggestions offered to resolve each, are insightful and important – read them for yourself. But as is common in such analyses, there is one critical factor for establishing your ideal personal brand that is once again missing from the discussion.

It’s one thing to have consistent branding when you’re writing a blog, Facebook update or tweet, but what happens to that brand messaging when you’re talking to someone, real-time, maybe even face to face? On a very literal level, what does it sound like when you share your idea, insight and suggestion? Is it as compelling to hear as it is to read?

So many people have terrific ideas and masterful skill sets, but their ability to persuade, compel, and inspire someone just by talking with them simply falls flat. There’s something “missing” in the delivery, which can translate to something missing from their personal brand

This is the foundation of what I call alignment. Your words and your delivery must be equally strong and compelling, because your words convey your content, and your delivery conveys your intent behind the message. When both parts are reinforcing the same message at the same time, there is credibility to the whole message, and as a result, the credibility reflects back to you.

Lots of people claim that they can speak well when they have to give a big presentation or are otherwise in the spotlight, and this shows what they are capable of when they believe the stakes are high enough to warrant that kind of focus and effort. But as far as I’m concerned, your reputation is what happens in the moments when you’re NOT trying; all those little moments when you’re not in the spotlight.

For example, when you look at your own participation in generic weekly meetings, what does your participation soundlike? Ask yourself the following:

Do you always speak loudly enough to ensure that all people can hear?

Do you inflect lots of up-speak when you talk where it sounds like you’re constantly implying lots of questions and requests for validation into your speech even when you’re not?

Do you speak so quickly that you tend to slur some words together or mumble, making people have to ask you to repeat what you’ve said?

Do you give and receive constructive feedback in an antagonistic or defensive manner, or shy away from it completely?

Do you speak in an unnecessarily low voice without enough breath support so that your voice sounds gravelly or creaky, and you seem disinterested, tired, or not confident?

The challenge is that most of us are painfully unaware of our default speech style. We may know how we think we come across, but often the brand and reputation that we think we are building for ourselves is very different from the reality of the brand reputation we’re becoming known for.

This is why it’s critical to gain an awareness of what your “default” speech style is like in these contexts: because for the most part, that’s what people will remember and what they’ll use to form their evaluation of your credibility and leadership, not what you can do in the rare instances when you absolutely have to. After all, what’s more likely: that they frame their opinions based on the exception, or the “rule”?

When in doubt, remember: That “rule” is at the foundation of your brand.

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Do you have questions or comments about the issues in today’s post, want to know how to apply them, or how to help others with them? If so, contact me at laura@vocalimpactproductions.com or click here to schedule a 20-minute focus call to discuss them with me personally!

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